Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Deodorants in Ukraine

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Executive Summary

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PROSPECTS

Men’s deodorants drives category forward

In 2017, consumption of deodorants continued rising in Ukraine with deodorants for men contributing to the category’s dynamism as a whole. The impetus comes from male consumers trading down from fragrances, in addition to overall consumer confidence recovering.

Deodorant sprays is the most appealing format

The deodorant spray format is the most appealing among Ukrainian consumers. It generated both the highest retail sales value and most dynamic growth in 2017.

Growing health concerns lead to greater scrutiny of product ingredients

In recent years, deodorants have received adverse publicity for not being the safest personal care products due to the act of suppressing perspiration which is not desirable. While this publicity has not had a pronounced effect on the category’s performance in recent years, scrutinising deodorant ingredients is likely to become a more common practice over the forecast period.

COMPETITIVE LANDSCAPE

For years, Unilever Ukraine TOV and Beiersdorf Ukraine TOV have been by far the biggest players in deodorants, with the Rexona, Axe and Nivea brands well known all over the country. In 2017, the leaders continued gaining share thanks to adequate promotional support and effective nationwide distribution, while their closest competitors, Procter & Gamble Ukraine TOV, L’Oréal Ukraine TOV and Avon Cosmetics Ukraine DP, saw their shares cannibalised.

Innovations will be required to fuel consumer demand for deodorants

In 2017, deodorants was not characterised by notable innovations in Ukraine. Manufacturers continued utilising previously introduced formats and properties of deodorants (eg antiperspiration, hydration, antibacterial).

Drugstores/parapharmacies gains momentum at expense of direct selling

Drugstores/parapharmacies is the biggest distribution channel for deodorants in Ukraine and saw its position strengthen even further over 2016 and 2017, while squeezing the position of direct selling, another key contributor to deodorants sales. While private label remained weak in deodorants, drugstores/parapharmacies benefited from the appeal of highly popular mass leading brands, Rexona and Nivea in particular.

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